Sponsorship & Event Marketing

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. SUBWAY'S WINNING WITH FAMOUS FANS (9:45-10:45AM)
Over the past decade, Subway has transitioned from a "diet" brand to a healthy, active lifestyle brand. The transformation was principally due to Subway making a conscious effort over time to use sports marketing to solidify its position. Hear how Subway is producing and running contextually relevant sports themed creative advertising featuring Famous Fans — top performing, well-known athletes who are genuine fans of the brand. Subway will also share how this highly visible media, combined with strategic sponsorships and unique activation at events around the world turned the brand into one that is synonymous with sports.

Speaker:
Paul Bamundo, Global Director of Sports Marketing & Strategic Partnerships – Subway


II. SMIRNOFF CELEBRATES MUSIC FOR EVERYONE (11:00-11:50AM)
Smirnoff, the world's most popular spirit will share a dynamic presentation on their strategy to engage and excite their fans through sponsorship of music. Smirnoff provide the insights behind a global festival partnership with Live Nation Entertainment focused on the EDM genre, including Electric Daisy Carnival, HARD and Wonderland properties. As a brand, Smirnoff is all about inclusivity and breaking down barriers between artists and fans. Through this strategy and expansive partnership, Smirnoff is leveraging the scale of Live Nation's festival platform, along with the global nature of the EDM genre to create credibility and engagement with millennial consumers.

Speakers:
Justin Medcraft, Global Brand Manager – Smirnoff
Christopher Swope, SVP Strategic Alliances & Innovation – Live Nation Media & Sponsorship


III. LUNCH & MEMBER ROUNDTABLE DISCUSSION (12:00-12:45PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics while learning from your peers. In this session, we will open up the discussion to talk about issues that ANA Sponsorship & Event Marketing Committee members are facing and build upon those topics to explore in future meetings.

Facilitator:
Chris Scirocco, Director – ANA


IV. SIEMENS PUTS THE MAGIC INTO B2B SPONSORSHIPS (1:00-1:45PM)
Siemens, one of the world's most innovative engineering and electronics companies, formed a strategic marketing and technology alliance with The Walt Disney Company in 2005. Since then, both organizations have changed in size, scope and structure. In this session you'll hear how this morphing relationship, which bridges the entertainment and technology sectors, continues to optimize brand activations, storytelling experiences, community outreach, and KPI(s).

Speaker:
Darren Sparks, Director Strategic Marketing Alliances – Siemens


V. NATIONAL GRID POWERS ITS NHL SPONSORSHIP TO ALIGN WITH CUSTOMER PASSION POINTS (1:45-2:30PM)
Brian Cronin, Manager of Brand Strategy and Implementation – National Grid will share what the brand is doing to leverage its NHL sponsorships with the goal of inspiring customer passions with National Grid's Brand Foundation. In this session you'll learn how the energy company is utilizing hospitality for multi-tiered customer engagement, and how they are going beyond the traditional sponsorship assets of static signage. Attendees will also learn what the brand is doing in the social, digital, and mobile space to support the full integration of the NHL sponsorship which has increased the customer engagement level with the brand.

Speaker:
Brian Cronin, Manager of Brand Strategy and Implementation – National Grid